We all know how important first impressions are. And in an ever-increasingly digital world, your website is the face of your company—most often, it’s the first thing people see. In today’s competitive employment market, with 300 million monthly job searches happening online, according to Business.com, it’s just as important for your website to appeal to potential employees as it does to potential customers.
When it comes to content, design and user experience, most companies approach their websites from the customer perspective, and that holds true for many agencies that are hired to build these sites. But customers are not your only web audience! Your website needs to appeal to qualified talent too, and it needs to engage employment candidates right from the get-go. Here’s what you need to know:
Dedicating Part of Your Website to Careers
The consideration your company’s website gives to careers needs to be more than an “About Us” page with job listings. Too often, companies assume by including a few group photos and a company culture blurb about pizza parties they’ll receive strong candidate applications. But if you’re serious about attracting top talent, more planning and strategy needs to go into how you represent your company and employment opportunities.
Having a section on your website dedicated to careers and employment gives potential candidates space for their own journey on your site. This is a channel specific to them, what they care about and what they want to learn about your company. When done right, giving them a clear path prevents top talent from getting lost in the weeds of your other content, which can be deterring and cause them to give up. Career pages typically have higher bounce rates, so ensuring there are proper CTA’s in place and sufficient information to move candidates to the next stage of the application process is vital.
Not only does your website need to grab a candidate’s attention, it also needs to highlight the true culture of your company and the benefits that come with being an employee. Showcasing your true work culture allows jobseekers to see how the company’s values align with their own (something that has become increasingly important to today’s jobseekers) and picture how they would fit in working there. Plus, providing potential employees with a full understanding of your company and the position itself helps filter in stronger candidates who meet your qualifications, which makes the hiring process smoother.
Exploring Your Options: Careers Section vs. Careers Site
There are two options for integrating recruitment into your website: a Careers page on your company’s main site, or a dedicated Careers sub-site. The difference between the two is fairly self-explanatory, but to decide which you should use you need to determine which best serves your strategy. While a Careers section is generally more condensed, a more concise and to-the-point approach to employment opportunities may suit your company’s hiring needs. A Careers website, on the other hand, offers the opportunity to include more detail and information, while also demonstrating that you value and prioritize investing in your employees and recruiting qualified candidates.
We’ll delve deeper into all that goes into a successful Careers site in an upcoming blog post, such as spotlight features of your company, videos, growth opportunities and more. But in the meantime, consider this Careers site we built for Gilbane as an example. You can see the flow of comprehensive information that creates more room to connect with potential candidates. It also offers a more in-depth look at what it’s like to actually work there.
When it comes to your employment candidates, their story doesn’t end once they’re hired. Continue engaging them by offering a place where they can learn, grow and better understand the company they’re now working for. Including a training portal in your Careers section or site is a perfect way to do that. Not only will you be giving employees access to valuable resources, such as handbooks and training materials, they’ll also be able to talk to other employees via dashboards and watch informational videos relevant to their new position. Such portals that we have created for clients include user registration, content restriction and login requirements to keep your company’s assets private while providing access to employees.
Integrating Careers Throughout Your Website
Whether you opt for a Careers section or dedicated Careers site, it needs to be integrated with the rest of your website. Keep branding consistent throughout so your Careers content is visibly tied to your company as a whole and has the same voice, tone and values. According to Forbes, by 2025 Millennials will make up 75% of the global workforce, so it is essential that you highlight your mission, vision and how your company is impacting the world. They care about the ‘why’ of your brand and not just what you ‘do’.
Your website also needs to be uniformly up-to-date. For example, if your careers section looks dated or disconnected from the rest of the site, it gives the impression that your company doesn’t prioritize hiring efforts. It’s also important to keep your site’s content relevant. Recently, COVID has forced companies to adjust to a new “normal,” including a switch to working remotely. Having the measures your company has taken and changes that have been made clearly articulated on the site is valuable to prospective employees.
Integrating content about Careers in other pages of your site, such as a blurb to your homepage about your company’s work culture or blog posts that highlight a specific department or position, increases the visibility of employment opportunities at your company. Content such as this can also serve as an extra prompt for prospective candidates to learn more about your company and consider applying.
Now that you know the options for including career information on your website, you need to determine exactly who your target audience is. In our next blog, we will look at defining personas and their journeys to better understand your prospective candidates.